Yahoo Creates New Browser That Connects Ad Platforms

Yahoo launched its new Axis web browser this week; its a browser for tablets, smart phones, and desk tops. When most of the time, we are only hearing about Yahoo floundering as a company and the executive turn overs, they have been hard at work behind the scenes building a browser that customizes itself across many platforms and allows for user login to carry over preferences. Mediapost has some insight behind the new technology:

"We developed mobile devices as full browsers because the strategy shifted to tablets and phones first, and then we will optimize for the desktop later," said Ethan Batraski, director of product management at Yahoo Search.The visual results pull from indexes built by Yahoo. The browser launches ad-free to focus on building on consumer adoption. Yahoo also will need to determine the best way to integrate text-based images and videos as ads. For example, the browsers might use a brand's landing page rather than text results. Yahoo and Bing have a joint partnership for display ads, as well as search.
"Think about the richness of display with the technology of search retargeting," Batraski said.